Think ASEAN! : rethinking marketing toward ASEAN community 2015
Author(s)
Bibliographic Information
Think ASEAN! : rethinking marketing toward ASEAN community 2015
McGraw-Hill, c2007
Available at / 14 libraries
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Note
Includes index
Description and Table of Contents
Description
Overview
Think ASEAN! explores how companies should think of ASEAN as
one borderless market that requires different marketing strategies to capture.
It offers fresh perspectives to marketers all over the region on the upcoming
trends of regionalization that can cause significant changes in future marketing
activities. It argues that ASEAN marketers should not only be concerned about
their local or global but also their regional marketing activities.
The book contains three parts. Part I describes the landscape
of ASEAN and explains clearly why ASEAN marketing is needed. Parts II and III
discuss companies that have been very successful in implementing ASEAN
Marketing. Part II looks at short cases of companies to explore their core
marketing strategies; these companies include Bengawan Solo (Singapore), Dji Sam
Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black
Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part III contains more
comprehensive cases of selected companies including AirAsia and Yamaha.
Features of This Book
§
Think ASEAN! is
the first publication of the Philip Kotler Center for ASEAN Marketing.
§
Special foreword
written by Ong Keng Yong, the Secretary-General of ASEAN
§
There are several
marketing models developed by the authors e.g., the 4C Diamond sub-model and the
Sustainable Model.
§
The 20 companies
featured as case studies are excellent working models of companies that have
used the positioning-differentiation-brand triangle successfully to market their
brands.
Table of Contents
Table of Contents
Foreword I
Foreword II
Preface
Acknowledgments
Executive Summary: Forget the World, Think ASEAN, Act Local
Part I ASEAN from the Top
Chapter 1 Digital Technology in ASEAN
Chapter 2 Impact of Globalization on ASEAN
Chapter 3 The Future Market of ASEAN
Chapter 4 Compete for ASEAN Customers
Part II Lessons from ASEAN Marketing Companies
Chapter 5 Watch out for the Local Champions
Bengawan Solo
Dji Sam Soe
Goldilocks
MBF Cards
Bangkok Hospital
Number One Tonic Drink in Vietnam
Chapter 6 Learn from Locals Going ASEAN
Extra Joss
Royal Selangor
San Miguel
Eu Yan Sang
Black Canyon
Chapter 7 Be Inspired by Multinationals Focusing on ASEAN
3M
Kinokuniya
Samsung
Part III ASEAN Marketing in Practice
Chapter 8 ASEAN Vision, Local Action
AirAsia
BreadTalk
Kijang
Chapter 9 Global Value, ASEAN Strategy, Local Tactic
Hewlett-Packard
Yamaha
Index
by "Nielsen BookData"